SaskTel contracts Insightrix to track its advertising campaigns to determine each advertisement’s performance among its target audience. While advertising tracking measures the performance of an advertisement as a whole, SaskTel also wanted to understand what specific aspects of each advertisement resonate with its audience and if the advertisement successfully triggers the targeted emotions.
Insightrix built an emotional measurement tool for this study. In the tool, a television advertisement is played and as they watch the advertisement, participants are able to choose from seven emotions: informative, confusing, entertaining, engaging, funny, interesting, and boring. Respondents can click on each emotion as many times as they wish while the advertisement plays.
Before beginning the survey, respondents were given clear instructions on how to use the tool, and they watched a demo video showing how the tool works and how to participate. For this specific project, each respondent viewed four advertisements. Respondents were also asked demographic questions to enable further analysis of the ads. A total of 400 Saskatchewan residents participated in the study.
The tool generated a report that shows every click respondents made. The clicks are time stamped, showing at which points respondents experienced specific emotions. The study had the following key findings: